Professional and academic profile
Research, executive experience and teaching connected by a central interest: how narratives, psychological processes and technologies modulate our perception of reality.
JC Rodrigues is a researcher, professor and executive specializing in consumer behavior, storytelling, digital transformation and technology. He is a PhD candidate in Communication and Consumer Practices (PPGCOM-ESPM) and holds a master’s degree in Consumer Behavior (PPGCC-ESPM). His education includes an MBA in Digital Marketing Management (ESPM), a postgraduate degree in Storytelling (IADE/Lisbon), a postgraduate degree in Neuroscience and Applied Psychology (Mackenzie Presbyterian University), a postgraduate degree in Neuroscience and Behavior (FAAP), a postgraduate degree in e-Business and Internet Technology (COPPE/UFRJ), and ongoing postgraduate studies in Audiovisual Content (FAAP).
With more than 30 years of experience, he served as Director of Digital Products and Experiences at The Walt Disney Company in Brazil and Latin America, working on projects related to Disney Animation Studios, Pixar, Marvel and Star Wars. He also worked at Hewlett-Packard and the agencies J. Walter Thompson and Euro RSCG, leading projects for Ford, Intel, Samsung, Reckitt Benckiser and Bridgestone.
He is currently a partner and Director of Operations at Neuremotion //, a consultancy focused on digital transformation, consumer psychology and storytelling. For more than 20 years he has taught consumer behavior, narratives and business technology at ESPM and FIA, and has also advised international projects as a Springboard Digital Marketing mentor.
Author of five books and numerous articles, he researches how the perception of reality is modulated by narratives and public speaking, psychological processes and behavioral economics, digital technologies and immersive environments, as well as the interaction of pharmacological substances with biological systems.
Professional journey
2015 – present
Partner and Director of Operations at a consultancy dedicated to digital transformation, consumer psychology, storytelling, neuroscience and digital business. He develops research, content, talks, courses and training for organizations including Johnson & Johnson, Claro, the Brazilian Paralympic Committee and Roche, as well as intellectual properties and scripts for animation and live action.
2008 – 2015
Director of Disney Interactive in Brazil, responsible for products, digital experiences, online destinations, social media, games and projects connected to Disney, Marvel, Radio Disney and Disney Infinity. He implemented Disney Magic Shop, the company’s first local e-commerce operation, and led the localization, launch and operation of Club Penguin in Latin America, coordinating teams in São Paulo and Buenos Aires.
2005 – 2008
Account and Digital Projects Manager, responsible for planning and managing Ford’s digital marketing initiatives and those of Ford Trucks, Troller, Banco Ford, Ford Credit and Ford Parts and Services. He also led projects for Samsung, A.C. Camargo Hospital, Reckitt Benckiser and Unilever.
2004 – 2005
Consulting in client service, planning, digital marketing projects and interactive communication. He worked with Bridgestone-Firestone and developed projects for Zoomp, Costa do Sauípe, JVC, Troller, Banco Alfa, Bayer Crop Science and other brands, structuring processes for scope, risk, return on investment and pricing.
2003 – 2004
Management of digital, CRM and e-learning projects for Intel Latin America and Sodexho Pass. He planned computer purchase-support tools, email marketing programs, corporate websites and online training for Intel’s regional reseller community.
1999 – 2002
HP.com Project Manager for the Southern Cone and member of the international digital communications team. He helped define online corporate identity standards, coordinated teams in Brazil, Argentina, Chile and the United States, and managed internet and intranet strategies, including the company’s first B2B and B2C e-commerce operations.